For the launch of the best selling historian, Ben Macintyre book SAS Rogue Heroes, Penguin Books’ wanted to create an integrated campaign featuring an eye-catching animation which was innovative, high-impact, focused on the soldiers from the book and would give the campaign a strong consumer push on publication day, both online and off. Also Penguin wanted to widen the appeal of the book beyond the usual military history reader. The campaign was initially executed within London Waterloo station using both digital and print media. Rationale for the media was based on achieving a wider reach to a younger reader audience rather than just the usual male military history enthusiast. The campaign stayed true to the synopsis of the book, where a motion video was displayed on the Motion@Waterloo 40m long x 3m screen for the day of launch. In addition to support the launch, a window takeover of Foyles on the concourse of Waterloo was implemented, with a simple but effective POS campaign to support the launch. The audience delivery stats for Motion@Waterloo were a reach of 50,451 and 303,145 impacts.
About the Awards
The DADIs (The Drum Awards for the Digital Industries) are open internationally to agencies and brands who are producing great digital work. From apps to consumer products, use of search to social media, paid media and VR, the DADIs have been recognising excellence for over 10 years.
Bringing together individuals and companies at the forefront of digital, these awards provide the perfect opportunity for those entering to prove how good they are.
October 6, 2017 | Blog